Not all branding is good branding

In years gone by I used to manage a service centre. At that time I wanted to get our branding on to the service engineers cars. There was fierce resistance as the engineers saw the cars as a perk of the job and a status symbol. There was no way they were going to have our logo on their cars. I backed down and did not pursue it any more.

Here I am, 20 years later. A runner who spends a lot of money on the right running shoes. There is one particular brand that is advertised quite heavily in running mags and on-line. I have had a couple of pairs of their shoes and they are alright. When I used to see their ads my feelings were positive.

I was driving down the M27 a couple of weeks ago. I’m in the outside lane overtaking a steady stream of traffic. A big grey BMW came up behind me and started to behave aggressively and dangerously. At the first opportunity I moved over and let him past. Emblazoned across the back of his car was a logo and website address for this particular sportswear manufacture.

Now whenever I see one of their ads I don’t have the same positive thoughts. The first image that comes to mind is a grey BMW filling my rear view mirror. I wonder how long it will take for that image to be forgotten and for me to start having positive thoughts about that brand again.

I am glad now that I backed down 20 years ago. I am older and wiser and realise that not all branding is good branding